Art Director/Copywriter/Strategist
Colin Shubitz
Art Direction
Good art direction means demanding not perfection of yourself but striving always for excellence. Keep it simple stupid, know who you’re targeting and remember there can be no communication unless you’ve first captured attention.
Copywriting
Good copy is clear and concise. It understands and speaks to its target audience. It is true to the brand personality and it uses simple, human and engaging language.
Strategy
Successful advertising strategy depends on having clear, definable and measurable goals. An understanding of the target audience. And consistent, integrated messaging.
Digital Immigrant
Is print dead or still in its final throes? I think the further down the path to complete digitalization we go, the opportunity to breakthrough with well wrought printed materials increases.
Commercial Drone Pilot
Drone vidopgraphy and photography is transformational. Nothing elevates any scene out of the ordinary as much as when the camera literally takes off and flies.
Photo- and Videographer
I’ve always had a camera on hand. I challenge myself by not shooting using automatic settings. I think making decisions manually forces you to look for the unexpected angle, frame, point of focus and exposure.
Drone
DRÓN | Make a continuous low humming sound
Using a drone to capture imagery is almost magical. I usually experience both joy and, to be honest, a little trepidation. A lot can go wrong in any environment.
For example, when flying in a downtown area there are two hidden dangers. The downdraught effect is caused when a skyscraper receives wind head-on spreading it in all directions. The wind displaced downward speeds up. This is invisible and makes the drone’s behavior a lot less predictable.
And then there’s channeling which occurs when tall buildings are built along both sides of a street, simulating a natural canyon. This causes a combination of high wind-speed and turbulence. Again, extra caution is highly recommended.
reflections
What I love about advertising, is that when executed perfectly it changes minds. If you’re ever been in an argument you know how hard it is to change someone’s mind—face-to-face. Great advertising has to get the target’s attention and engage on a human level using a proxy medium. Great advertising doesn’t sell, it persuades. It cajoles. It befriends. It challenges beliefs by having an empathetic tone of voice and a clear understanding of exactly who it’s addressing.
IPHONE PANORAMA SHOT SOUTH BEACHSIDE IN GALVESTON, TEXAS